Archive for October, 2006
Web Analyst -looking for a new opportunity?
Our friend Jeff Bauer from Forbes.com just sent us this open position:
Web Projects Analyst
Forbes.com plans to continue producing innovative web offerings at an increasing rate, and is creating this new position to identify new site development opportunities, keep projects running smoothly and measure the success of live initiatives. Core responsibilities include:
1) Coordinating projects and status reports across departments
2) Working with analytics tools to generate reports
3) Presenting statistical data and project goals and performance
4) Analyzing site metrics and working with developers to ensure accuracy
The successful candidate will have strong analytical skills, an understanding of website metrics, and be adept at communicating complicated statistical concepts to non-technical personnel. You’re meticulous and dangerously thorough. You’re a self-starter with good communication skills and ability to get results by working across departments. You’re smart with numbers and their meaning, expert at Excel, have experience with data management and are capable with PowerPoint. Experience with Omniture, Coremetrics and Nielsen SiteCensus will be invaluable in this role, but are not required.
A minimum of 2 years’ experience in project management and/or statistical analysis in a similar environment required.
Come and join the growing team at Forbes.com!
RESUMES AND SALARY EXPECTATIONS TO: jobs@forbes.net
Let them know we sent you.
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Written by:Bryan Eisenberg
Are You Ready for Traffic?
It was on Fox.com’s “out there” page yesterday.
A local coin dealer in Dover, Delaware pulled off a publicity stunt that got him some pretty good national attention. He "spent" a penny worth $500 and announced it to the world, or at least to Dover. The world was listening however and he got more publicity than he probably imagined. A great investment of only $500, right?
This could be the end of the story, but I wanted to know more.
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Written by:Dave Young
Bound in Page Views?
Last time, I announced the death of the Web page. Echoing a few responses I received, a reader wrote:
So what is taking the place of the now-defunct Web page? If the windmill Eisenberg is tilting at is page view statistics, that battle was won long ago. I haven’t talked to a single company recently that believes that’s still a relevant metric of Web site success.
Though this reader is correct — few argue that page views are a measure of Web site success — far too many still overemphasize page views as measure of marketing success (thus driving traffic cost inflation). But I digress.
Technically speaking, those HTML docs we call Web pages aren’t dead; millions are still packeted to browsers every day.
HTML-born technology isn’t dead. The Web page metaphor is dead. Here’s why.
Continue reading my column at ClickZ…
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Written by:Bryan Eisenberg
Solving Those Niggling Grammar Questions
The hard-core truth is that good grammar builds customer confidence in you. Good grammar is not a love-it-or-leave-it proposition.
So, when you’ve got a copywriting usage question or can’t remember the correct answer to something you dimly recall a teacher talking about in the only grammar class you ever took back in high school, where do you turn?
You could turn to a style manual. Ho-hum. Or you could turn to The Grammar Girl. She’s dry, she’s funny, she’s sensible, and she’s addictive. In delectable sound bites that cut to the chase.
I’m receiving her cost-free, calorie-free grammar food for thought through her iTunes podcasts. But you might prefer reading her podcast transcripts through the Quick & Dirty Tips Web site.
I’m glad I met her … I think she’s going to reduce the number of finger-wagging emails I get from folks who take their grammar seriously. I’m sure you’ve got customers like that, too … so introduce yourself to this delightful resource.
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Written by:The Grok
WebTrends: The Great Attraction in Orlando
WebTrends is holding their customer summit in beautiful Orlando. They have a marvelous program and entertainment planned for all attendees. Tonight we head to the Blues Brother review and I apologize for not getting the picture of Greg Drew coming on stage in his Blues Brother’s hat and shades.
Greg delivered an insightful keynote and I hope the audience took good notes. We also had a fabulous birds of a feather luncheon. I was joined at creating the "short yellow bus" table with my good buddies Jim Novo and Tom Hochstatter. Thank you Tara for some of your delightful conversation starters.
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Written by:Bryan Eisenberg
Bryan Eisenberg on Blogs, Brands, and Persuasion Architecture
Yet another fine interview with Bryan Eisenberg…
In our Total Picture Radio interview, Bryan Eisenberg, co-founder of Future Now, explains why most online marketing fails to convert traffic to customers, and how companies can use "Persuasion Architecture" to begin achieving success. We discuss how individuals can best use blogs to build their "personal brand" on the Internet.
Hear the whole interview from totalpicture.com.
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Written by:Anthony Garcia
Call To Action - Take Two
We just noticed Amazon is now fulfilling orders for the softcover version of our bestselling Call to Action: Secret Formulas to Improve Online Results (it was due out the end of the month). This isn’t just a reprint of the hardcover, this is more the book we wanted to write when we released Call to Action in May 2005, but had to rush it out early for our friends at WebTrends for their seminar series. We stripped out over 30,000 words and put back 11,000 new words. All in all, it is a much better book and we are certainly proud of the extra work Lisa T Davis and Bill Drew put into it to make it a more cohesive narrative.
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Written by:Bryan Eisenberg
Would You Rather Know What Customers Do or Why They Do It?
Personas help you understand why customers do what they do, so you can predict and persuade more effectively.
It was like Groundhog Day. I had the same conversation over and over and over again. I was at the Shop.org Summit in New York. It was a record breaking crowd, over 2200 attendees. I talked to a whole bunch of those online retailers and everyone was saying basically the same thing …
“I want to know what my customers are doing on my website. I’m finding more and more ways to gather data. I have my SEO firm giving me reports, I have competitive intelligence groups giving me reports, I have my web analytics team giving me reports, I have in house research teams giving me reports. But how do I analyze all that data and turn it into customer insight that is actionable. How can I use all this data to increase my sales?”
There’s more ….
I have more data than I know what to do with, but when we try to do things to increase sales, the first thing we do is go out and get even more data. Is the problem we don’t have enough data or we don’t have the right data?
Everyone in management gets these rich, detailed web analytics reports every week - but what no one is willing to admit is, no one reads them. I mean, what the heck are all those numbers anyway?
These are questions many seasoned online retailers are asking. You may be asking the same questions yourself. What data will give me the best insight into my customers? Which data is most useful? And how can I take that data and turn it into increased sales?
All valid questions, but here’s the problem … while this data tells you what your customers are doing, it doesn’t tell you why they are doing it.
Read the rest of this article.
Read the entire newsletter: Volume 141
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Written by:Holly Buchanan
Online Planning for Offline Results
Your online persuasive process can help fuel offline sales as well.
Let’s pretend for a moment that your analytics reports are lying to you. (It’s nothing personal; they just don’t always see the big picture.)
Now think about a few key questions: Do you know what percentage of online visitors your business converts into offline customers? How many offline sales have you lost from bad online experiences and vice versa? How depressing and/or exciting would it be if you could accurately measure such things? Would you rather have more business or more data?
Okay, don’t answer that last one. Let’s talk about the others.
If there’s any offline component to your business’s online sales process whatsoever-from cold call leads for complex B2B sales to moving consumer goods in brick-and-mortar stores-your website should be anticipating and answering potential questions for potential customers. One thing is certain: your customers/clients/whatevers don’t care which channel they used to find you. In their minds, your brand is some combination of how you’ve treated them and how they’ve perceived your actions. Although brand perceptions tend to ebb and flow over time, an exceptionally good or bad experience-regardless of the medium-can quickly tip the scales.
Read the rest of this article.
Read the entire newsletter: Volume 141
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Written by:Robert Gorell
Persuasive Scenario Analysis
One of our favorite software companies, Techsmith, just launched a fantastic new product called Uservue. Uservue allows you to conduct usability testing via the web, thus removing geographical limitations.
We decided to draft up a basic profile of a typical user and click through the site and see what kind of experience this profile would have. This is a very simplistic execution of what we do when we assemble a "PSA" for one of our clients.
Watch the video. (5 min. 29 sec. 11MB Flash)
(Kudos to our bud Betsy Weber, who does a fantastic job ‘evangelizing’ Techsmith products, we got to test drive the new Camtasia Studio 4 to put this video together, from what I understand the new version will be out October 17th, so if you do any sort of screen recording, get familiar with Camtasia Studio)
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Written by:Anthony Garcia
